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David Beckham for H&M Super bowl ad

Look, David Beckham is a pretty man, but even I got bored watching the slow pans across his heavily inked body. Not one single proper package shot (pun) made it to the end edit either. Once the camera teasingly pans down it reveals that the briefs he is wearing wears his name. That's great if you're David Beckham or a ten year old kid at summer camp, I guess. I'm not expecting much, certainly not in the way of a concept, since this is an H&M ad. I guess I just expected it to be more modern and less of a nod to the Calvin Klein ads of yore. Usually H&M's in-house crew are very good at pegging the trends & music just right.

This ad will air during the second quarter of the Super Bowl game on Sunday. It's the first time H&M has invested this heavily in TV advertising in the US.